IAB's Annual Leadership Meeting 2020 is a three-day event that CEO Randall Rothenberg calls The New Alphabet of Consumer Experience in this interview. Tracks will focus on disruptive technologies such as 5G, augmented reality, artificial intelligence and the internet of things and how they can be used to enhance consumer experiences along with trends and privacy legislation insight.
Evan Spiegel, Snap CEO, says that "it's possible" TikTok will overtake Facebook-owned Instagram, noting its "talent-based content is often more interesting than status-based content." Facebook launched Lasso, an app that's similar to TikTok and has rolled out some features similar to TikTok, but the social platform has witnessed a decrease in app downloads, while TikTok continues to rise in popularity, especially among teens.
Verizon is returning to the Super Bowl for the third consecutive year with a yet-to-be-released 60-second spot from McCann New York, directed by Peter Berg of "Friday Night Lights," which will be broadcast during the game's first half. The campaign includes three additional spots that showcase how the brand's 5G technology will help first responders, including one that features a firefighter wearing glasses that employ augmented reality to enable him to make his way through a smoke-filled room.
Goodby Silverstein & Partners has released a 60-second teaser for Doritos' Super Bowl spot, which features Sam Elliott as a cowboy who wanders into a saloon and begins a monologue with the line, "I got the horses in the back, horse tack is attached, hat is matte black. …" He continues reciting lyrics to "Old Town Road" by Lil Nas X until the song's bass line starts playing as he leaves the bar and a bag of Cool Ranch Doritos is shown alongside the date of the Super Bowl.
Clorox is refining its marketing approach by cutting back on media spend and fine-tuning its targeting with a focus on YouTube ads and a new influencer advisory council, which will help co-create promotions and offer content insight, writes Kristina Monllos. The goal is to make YouTube and other content "more human, more authentic and less obvious in our approach towards driving demand," said US vice president of Clorox's cleaning division, Magnus Jonsson.
Freeform has succeeded by focusing on four basic elements, leader Tom Ascheim said at last week's Television Critics Association event: Showing a coherent philosophy, pushing boundaries, using stunt programming and putting all original content on streaming services. The network also announced it has ordered the original dramatic series "Last Summer" and will program an eight-night block around Valentine's Day.
Advertisements that were sold to mobile video platforms using programmatic methods earned $19.93 billion of US revenue last year, reports eMarketer, which predicts that the 2020 amount will be $24.87 billion. Nearly 90% of 2019's spending on marketing via mobile video went to programmatic ads, and even direct sales are incorporating more aspects of automation.
Hennepin County in Minnesota had joined forces with Clear Channel Outdoor to utilize temperature-sensitive billboards that turn on when the windchill drops below 10 degrees and direct less fortunate individuals toward safe places such as homeless shelters. Clear Channel Outdoor President Dan Ballard hopes to expand the billboards to additional counties.
New social-video platform, Snibble, is launching in the US and Canada Feb.1 on iOS and April 2 on Android with current partners including Bloomberg, Verizon Media, AP, Reuters and Daily Motion. The platform is targeting millennials and Generation Z, and just one unskippable 6-second pre-roll ad will accompany the platform's premium video content because "People like ads -- but not too many and not ones that interrupt what they're doing," says CEO Blair Currie.
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